COLLABORATIVE WORKSHOP

Storytelling + Commerce

Having won multiple design awards for their hardware, It's no suprise that Canary were excited to communicate the new features, highlights, and improvements to their new line up of products. Though this is essential to selling technology, many competitors in the home security space do the same. Our team at Method conducted a workshop with our clients at Canary to help them envision new content for the launch of their commerce website. Our mission was to bring consumers as close to the products as possible by telling engaging stories about why customers will love their products, at the same time balancing the value and benefits, not just overwhelming them with a list of tech specs and features.

COLLABORATIVE WORKSHOP

Storytelling + Commerce

Having won multiple design awards for their hardware, It's no suprise that Canary were excited to communicate the new features, highlights, and improvements to their new line up of products. Though this is essential to selling technology, many competitors in the home security space do the same. Our team at Method conducted a workshop with our clients at Canary to help them envision new content for the launch of their commerce website. Our mission was to bring consumers as close to the products as possible by telling engaging stories about why customers will love their products, at the same time balancing the value and benefits, not just overwhelming them with a list of tech specs and features.

Great stories, whether in a book or on a webpage, make people feel something, and those emotions create powerful connections between the audience and the storyteller. Of course, we’re not just telling stories, we’re selling a product. Some things to keep in mind as we develop narratives for the site:

Great stories, whether in a book or on a webpage, make people feel something, and those emotions create powerful connections between the audience and the storyteller. Of course, we’re not just telling stories, we’re selling a product. Some things to keep in mind as we develop narratives for the site:

Art & Science
A good story follows a familiar formula and is comprised of a known set of ingredients. But there’s also that little something extra that’s artful and unexpected.

Art & Science
A good story follows a familiar formula and is comprised of a known set of ingredients. But there’s also that little something extra that’s artful and unexpected.

Embrace the Human
People should be at the center of the story, not the product. This way, people can relate to the brand and envision how it fits into their lives.

Embrace the Human
People should be at the center of the story, not the product. This way, people can relate to the brand and envision how it fits into their lives.

Accentuate the Positive
People connect with emotional content— the stronger, the better. Positive emotions inspire people, help people make better decisions,
and increase our capacity to learn.

Accentuate the Positive
People connect with emotional content— the stronger, the better. Positive emotions inspire people, help people make better decisions,
and increase our capacity to learn.

Benefits vs. Features
A feature is a factual statement (ie specs).
But customers want more than features. That's where benefits come in. A benefit answers the question “What's in it for me?” – the value provided by the feature.

Benefits vs. Features
A feature is a factual statement ( i.e., specs ).
But customers want more than features. That's where benefits come in. A benefit answers the question “What's in it for me?” – the value provided by the feature.

Key Messaging
A concise, focused message, using as few words as possible, that highlights only the most important features/benefits we want our audience to remember.

Key Messaging
A concise, focused message, using as few words as possible, that highlights only the most important features/benefits we want our audience to remember.

Other Points

• Show vs. tell
• Primary vs. secondary
• What differentiates products?
• The site should feel actionable and enable people to make quick decisions

Other Pointers

• Show vs. tell
• Primary vs. secondary
• What differentiates products?
• The site should feel actionable and enable people to make quick decisions

BRINGING IT ALL HOME

Canary's New Products & Website

Having established the vision and voice for the Canary brand, and brought the real value of the brand through field research and a storytelling workshop, it was time to tie it all together on the brand's home, their newly relaunched fully-responsive commerce website.

BRINGING IT ALL HOME

Canary's New Products & Website

Having established the vision and voice for the Canary brand, and brought the real value of the brand through field research and a storytelling workshop, it was time to tie it all together on the brand's home, their newly relaunched fully-responsive commerce website.

Canary

Method

2015

Canary

Method

2015

Lead Visual Designer

Lead Visual Designer

PROJECT

PROJECT

Resposive Web Design, Brand Positioning

Resposive Web Design, Brand Positioning